Predictive Modelling: Science-driven creative
Ken Roberts
Creative agencies are suffering financially due to a lack of valued differentiation and the consequent loss of price-setting discretion. However, with the correct use of science-driven creative, to deliver growth to their clients, innovative agencies can reverse this trend, explains Ken Roberts of Forethought.
Those heady days of creative agencies making solid economic returns have passed. The diligent efforts of procurement have seen to that and now creative agencies have been relegated to price-takers. First, because the veil of wizardry surrounding creativity has somewhat faded; and second, and more importantly, because the tenuous or...